Become a Student of Brand Strategy
When we first started offering brand consulting services, there were TONS of books and online resources on the topic, but the subject was, at best, nebulous. The process of becoming a student of brand strategy was difficult indeed. After over two years of studying the topic, I picked up a book called The Hero and the Outlaw. The book proposed the concept of using Jungian Archetypes as the basis of building corporate brands. It's an amazing book and we recommend that you get a copy. However, it doesn't really offer a step by step process of how to apply these ideas in a practical way for businesses.
We immediately started building our own processes and, after over 14 years of applying these powerful ideas in the real world, we've distilled the process and have outlined EVERYTHING we've learned in one book!
Table of Contents
Prologue: My Discovery of Brand
My Discovery of Brand
Section 1: Understanding Brand
Chapter One: Introduction
Chapter Two: What Brand Is Not
Chapter Three: Elements Of A Great Brand
Chapter Four: Why Brand?
Chapter Five: When Should Brand Be Established?
Chapter Six: How To Create A Brand
Section 2: Discover Your Archetype
Chapter Seven: What Is An Archetype?
Chapter Eight: The Big Ideas
Chapter Nine: The Hero
Chapter Ten: The Neighbor
Chapter Eleven: The Jester
Chapter Twelve: The Guru
Chapter Thirteen: The Magician
Chapter Fourteen: The Mother (Caregiver)
Chapter Fifteen: The Lover
Chapter Sixteen: The Innocent
Chapter Seventeen: The Explorer
Chapter Eighteen: The Artist (Creator)
Chapter Nineteen: The Ruler
Chapter Twenty: The Outlaw
Chapter Twenty-One: Archetype Attributes
Chapter Twenty-Two: Custom Archetypes
Chapter Twenty-Three: The Selection Process
Section 3: Inside Your Business
Chapter Twenty-Four: Embracing Your New Archetype
Chapter Twenty-Five: Building Power
Section 4: A Brand Process
Chapter Twenty-Six: Become A Student Of Brand Strategy
Chapter Twenty-Seven: Documenting Your Brand
Chapter Twenty-Eight: Create A Review Process
Section 5: Wrapping Up
Chapter Twenty-Nine: Your Next Steps